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Iain Mitchell, Commercial Director at Hammerson said: “NYX Professional Make Up is another regional debut for the Bullring Estate as brands continue to recognise the strength of the catchment.

"With over 65,000 students in Birmingham, under 25s make up nearly 40 per cent of the city’s population so we are certain NYX Professional Make Up will be a huge success in the region and is a great addition to our line-up of international brands.”

NYX Professional Make Up launching at Bullring (Image: Will Styer)

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Shivani Shah, General Manager of NYX Professional Make Up UKI, added: “We are delighted to sign for our first standalone store in Birmingham at the city’s most notable retail and leisure destination, the Bullring.

"NYX Professional Make Up was originally founded with the aim of providing professional products at an affordable price tag.